The document discusses key concepts related to visual rhetoric and advertising techniques. It defines visual literacy, analysis, rhetoric, and visual rhetoric. It explains how advertisements aim to persuade viewers and construct cultural values by appealing to desires, fears, wants, and needs. The document also discusses how companies market "parity products" and use celebrities to get consumers to identify with products.

1. Visual Rhetoric Reading & Writing

2. Visual Rhetoric Reading & Writing Definitions Visual Literacy: Your awareness of the importance of visual communication and your ability to make meaning out of images and graphics. Analysis: To break things down into their parts, to examine the parts carefully, to look at relationships among the parts, and to use this knowledge to better analyze the whole.

3. Visual Rhetoric Reading & Writing Definitions Rhetoric: The art / study of writing or speaking as a means of persuasion. Rhetorical Effect: When an images moves us emotionally or intellectually. Visual Rhetoric: The ability of images to persuade and influence the emotions, views, and behaviors of viewers.

4. Visual Rhetoric Reading & Writing Images have “designs” on us They urge us to : Buy things Go places Alter our behavior Usually they play on our desires, fears, wants, values, and needs as consumers. Ads help construct our : Cultural values Self-image Sense of what is normal or ideal Ideas about gender, race, and class

5. Visual Rhetoric Reading & Writing Parity Products Products that are roughly equal in quality to their competitors and can’t be promoted through any rational or scientific proof of superiority. Example: Deodorants, cereals, soft drinks, toothpaste, jeans, etc. Companies need to use clever strategies to sell parity products. Companies need to break the cycles of consumer loyalty. Companies need to get consumers to identify some aspect of their personality with the product.

6. Visual Rhetoric Reading & Writing Use of Celebrities and Models Companies use celebrities and models to sell their products. Be like your favorite star. For example: Paris Hilton perfume. Companies who market products by using celebrities recognize our desire to be famous, or to emulate a famous person’s style/lifestyle. Using ultra-attractive models plays on the consumer’s insecurities. If I purchase this product, I will be beautiful and successful. If I use this type of face wash, I will have a wonderful and fulfilling life.

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19. Red Cross Advertisement Text (right page): Immediately after Hurricane Katrina hit, I joined others from my chapter and headed for the Gulf Coast. We delivered food and water, provided shelter and even counseling. At its core the Red Cross is a network of local chapters supported by their communities, prepared to respond to local, national, and even international needs. Sometimes that means helping one victim of a house fire, other times that means helping hundreds of thousands of disaster victims. I HOPE you will volunteer your time and donate money to your local Red Cross chapter-- so we can be there for another chapter.

20. Red Cross Advertisement Viewer’s Response Our eyes are first drawn to the center of the ad because it is placed directly in the center of the page, and because it includes color (in contrast to the all gray background). Next, we notice the American Red Cross logo, which is easily recognizable. Next, we look at the photo images on the page, and to the title of the ad which reads: “This chapter took me to the Gulf Coast” Finally, if we are interested, we will read through the text of the advertisement.

21. Red Cross Advertisement Questions What is the thesis of this advertisement? What is it trying to convey? Why do you feel the American Red Cross chose these particular images for the advertisement? How is the word “chapter” integrated throughout the advertisement? Does the advertisement urge readers towards action? How?

23. Mercury Milan Advertisement Top Text: INSPIRED BY HER STYLISH NEW MERCURY MILAN, Tina did what anyone else in her shoes would do-- buy new ones. Bottom Text: Introducing the all new 2006 Mercury Milan. Milan’s eye-catching style and two-tone leather seats gave Tina ample reason to add to her shoe collection; not that Tina ever needed any reasons. The big question now is whether her closet will hold as much as Milan’s trunk.

24. Mercury Milan Advertisement Questions What is the thesis of this advertisement? What is it trying to convey? Why do you feel Mercury chose these particular images for the advertisement? What does the model’s race tell you about the ad and who the ad targets? How does the text appeal to the types of people who read Glamour magazine? By looking at the images, what kind of lifestyle does the woman featured in the ad lead? How can you tell?

26. Toyota Sequoia Advertisement Top Text: What would you do without the Internet, video games, and text messaging? Bottom Text: The 273-hp, 8-passenger Sequoia is built to take your family to faraway places you’ve only seen online. And with its exclusive Star Safety System, the Sequoia works hard to give you peace of mind, no matter how many bars you’re getting on your cell phone. Toyota.com

27. Toyota Sequoia Advertisement Questions What is the thesis of this advertisement? What is it trying to convey? What type of people read Time magazine? What kind of jobs do they have, how much money do they make, what do they value? Why do you feel Toyota chose these particular images for the advertisement? How does the image appeal to the desires of the Time reader? How does the text appeal to the types of people who read Time magazine?

29. Skin Cancer Foundation Advertisement Bottom Text: Melanoma kills more young women than any other cancer. Protect yourself. Sunproof America!

30. Skin Cancer Foundation Advertisement Viewer’s Response Our eyes are first drawn to the main image of the ad, which features the attractive caucasian woman in a bikini, soaking up the sun. She could represent any female beachgoer on a sunny weekend afternoon. After we notice her, our eyes immediately move upward towards the six people standing over her (perhaps because of the contrast in color). We then notice that these people are funeral goers, mourning the loss of the woman pictured in the ad. They hold roses, and display somber expressions on their faces-- almost as if they are peering into her grave, and are ready to throw the flowers on top of her casket as it is lowered into the ground.

31. Skin Cancer Foundation Advertisement Questions: Many advertisements use shock tactics to change our behaviors. What makes this advertisement so shocking? What type of magazine would you expect to find this advertisement in? Women are more likely than men to utilize sunscreen. In groups, try to create a print advertisement that will persuade men to utilize sunscreen. Your idea doesn’t need to incorporate shocking images. Brainstorm ideas for a sunscreen advertisement for men-- create a rough sketch design for your advertisement, and present it to the class.

32. The End… Be sure to answer the questions about each advertisement and submit it in the Assignment Box.